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Lead Image

A newspaper full of different design challenges equalled the ideal format for Amber Asay to showcase her heterogeneous design talents. This fantastic concept for a self promotional piece allowed the young designer to exhibit a wide range of her considerable capabilities. 




Quantity Produced


Production Cost


Production Time

10 days

Dimensions (Width × Height × Depth)

11 × 15 in

Page Count


Paper Stock

40# newsprint
Natural Age  / Pilgrim Copper

Number of Colors




Brandon Grotesque
Chronicle Text
Engravers Gothic
Hoefler Titling
ITC Caslon No. 224
Univers Ultra Condensed


Description ---

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Project Description

This self-promo was designed as part of a competition with the AIGA Orlando Mentorship Program. I was paired up with Anna Bond of Rifle Paper Co. and as a print expert, she guided me through the process and pushed me further into my idea. Newspapers are a means to provide a community with new information and as a designer new to the field, I felt this idea was the best fit for me. It's a way to let everyone know who I am and what I can do. Principles and techniques like layout, typography, lettering, illustration, info-graphics, icons, and collage further emphasize the overall theme, "Design Variety." 100 tabloid-size copies were printed along with belly bands and business cards to serve as a smaller takeaway.

Production Lesson(s)

The concept of the newspaper was created to hold the irony of creating a beautiful keepsake out of a medium we so often throw out. I originally wanted to have gold metallic ink screen printed alongside the black ink, but my budget wouldn't allow for it. To improvise I used a gold color to print digitally instead. With time constraints, I went out on a limb and had the whole run printed without asking for a test print, which I later learned was a bold move. The color ended up to be slightly different than I planned, but the copper tint of gold grew on me. It also fit perfectly with the Pilgrim Copper paper used for the belly band.”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

September 26, 2013


Filed Under

Self promotion


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FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End